Atlanta Braves
Downstream
UX Design, Interaction Design
To coincide with the development of their new stadium, SunTrust Park, The Atlanta Braves worked with Downstream to build a sales application that would enable them to highlight features of the park and visualize sponsorship, branding and seating opportunities. I designed the user experience and interface for this large-screen, touch screen application.
Users interact with a large touch screen while standing, and use a gesture-based interface to control the application. The experience starts as a linear presentation combining information about the history of the Braves and the new stadium combined with sponsor-specific content and background.
The landmark feature for the application is the “Virtual Ballpark," the ability to navigate a model of the stadium in 3D, highlight key features and amenities, and then display potential ad placements on the fly. Historic markers, park development and other details can be accessed via hot spots. Different types of interactive pieces - before/after, panoramas, seating perspectives - add variety and depth to the experience.
Sponsor-specific assets can be dragged to hot spots, allowing sponsors to view potential placement from a variety of different seating perspectives.
By analyzing current research and requirements and interviewing key stakeholders for the project, I was able to synthesize the Brave's business goals into a strategy for the project. Because we were using a platform for development (Unity) that was new to the team, I made sure to set up regular check-ins and reviews with both the creative director and the development team to ensure that what we were building toward was feasible and achievable given our timeline. Check-point presentations with the client made sure everyone was on the same page.
The goals for this application were set very high from the start. Utilizing a relatively untested technology required diligence to make sure what was being designed on the UX side was achievable by development. Also, incorporating massive amounts of content within the experience while also designing the key interactive components was a big challenge.
The final experience delivered by Downstream was a success and formed a dynamic, interactive piece for the new SunTrust Park Preview Center.
Downstream has enabled us to show our fans and our potential corporate and retail partners just how they will be able to experience both SunTrust Park and the development as if they were standing in it.
